The Role of Out of Home Sites in Ad Retention & Creative Fatigue
In a world where people are inundated with constant advertising messages both inside and outside the home, we wanted to understand consumers’ retention and perception after ad exposure. We commissioned a study to investigate this notion, with a focus on prime (digital and full-motion) and standard (non-digital placements and murals) Out of Home (OOH) advertising placements and their relation to consumers’ cognitive load. Our study can help both brands and agencies predict campaign performance and provide metrics for the effectiveness of an OOH placement for ad retention using the same methodology.
Results & Conclusion Overview
104 participants were randomized into two groups and were exposed to KEVANI prime sites, which include digital and full-motion, and KEVANI standard sites, which include non-digital and murals, comparing it with other sites with similar specs.
Findings clearly showed that KEVANI prime and standard sites resulted in lower cognitive load when compared to other sites with similar specs. Lower cognitive load is crucial for ad retention and perception, and in the long run combating creative fatigue.
Per excitement levels, both prime sites and standard sites scored significantly higher for KEVANI locations when compared to other sites. This demonstrates that the placements are an integral part of campaign effectiveness
The sites with low cognitive load had a higher memory recall during a surprise memory test and a higher brand recall rate, further proving the value of brands utilizing iconic placements in Los Angeles to stand out from the crowd.
OFFICIAL PRESS RELEASE
For questions pertaining to this study, contact:
Morgan McGrath
morgan.mcgrath@kevani.com
(310) 579 9343 x703